Your Brand in the Best Light

We’re a NYC-based group of creatives with the passion to identify and cultivate the potential of a brand, transforming it from a collection of ideas into powerful messages that resonate with your desired audience. Our team offers diverse experience in turning specialty retail brands into household names, expertly managing all aspects of your marketing campaign from conception to completion. We welcome the challenges each unique campaign presents and thrive on exceeding the expectations of our clients.

We passionately and expertly handle the following:


The power of an amazing image speaks volumes and great collaboration with our clients creates real human connections.
From the right photography and styling to innovative design and thoughtful marketing, lume creative connects brands with consumers to create more than a shopper, but a true follower.

True talent, knowledge and experience should speak for itself.
With so much combined experience, our team, all respected leaders in the industry, offers a diverse wealth of knowledge.

Being small and focused has its advantages.
Good things come in small packages. Being lean and mean allows us to do what we do best: create exceptional work, campaigns that get noticed and remarkable results that are measurable. This makes our clients happy and we love our happy clients.


  • Bloomingdale’s
  • Bongo
  • Cable & Gauge
  • Caché
  • Chico’s
  • Cupio
  • Everlast
  • Glo Jeans
  • Jaclyn Smith
  • Joe Boxer
  • Kardashian Kollection
  • Kmart
  • Maidenform
  • LYS: Love Your Style
  • Rebecca BonBon
  • Rooms to Go
       iSofa Collection
       Sofia Vergara Collection
  • Sculptz
  • Sears
  • Selena Gomez Dream Out Loud
  • Silkies
  • Soma Intimates
  • Seventeen Collection
  • White House | Black Market

In order to be unforgettable one must always be different.

– Coco Chanel –



John’s ability to create and lead a team of creative individuals is second to none. He began his retail marketing career at May Department Stores followed by VP Creative Director at Federated Department Stores. On the heels of those successes, he made major breakthroughs as VP Executive Creative Director for all Chico’s brands: Chico’s, White House | Black Market and Soma Intimates. He generated campaigns that propelled the Chico’s brand to be the number one women’s specialty retailer in the country. As partner at lume creative, he touches all agency creative with a sharp eye on current trends while staying true to his proven formula of hard work and creative instinct… and way too much coffee. Master gift wrapper.


With his combined creativity and retail background, Dan brings a wealth of design and marketing experience to LUME Creative. As a respected leader in his field, he has a proven record of building brands and developing strategies from both the client and agency sides. He built his creative career at Federated Department Stores and AGA Marketing. Before co-founding the agency, he served as Creative Director for Chico’s where his vision led the brand to set industry-wide sales records. He was also instrumental in launching Soma Intimates. As partner of lume creative, his business acumen is an immeasurable asset to our clients. He puts hot sauce on everything and knows the secret cure to hiccups.


Before joining lume creative in early 2009, Nicole built a well rounded and extensive background in fashion retail marketing. She worked on a lean team that built the brand DNA for White House | Black Market and later joined the photography team at Victoria’s Secret. With her belief that branding magic is in the details and her unwavering passions for typography, photography, fashion and interactive design, she breathes life into our clients’ brands. She swears the greatest inspiration is a deadline and a thermostat set to 60 degrees.


With an ability to manage and grow consumer databases, initiate Customer Relationship Management marketing and develop partnerships to acquire new relationships, Bari’s wealth of knowledge is extensive. Curious by nature, Bari uncovers “nuggets of truth” that help make brands more successful by utilizing interrelated efforts including print, digital, and media placement. Prior to joining the lume creative team, Bari was VP of Direct Marketing for all of the Chico’s brands where she led the development of a loyalty program that generated 90% of the company’s sales, propelling the business to sustain 45 months of double digit comp sale increases averaging over 25%! Bari has also spent time working with the teams at Reitman’s Group Canada, Apricot Lane, and Cache. Contagiously energetic.

Elizabeth Hole

With a public relations and fashion copywriting background, Elizabeth adds a unique perspective to lume creative. After leaving PR to pursue her love for writing, she landed at Chico’s FAS as a copywriter for White House | Black Market. She authored the style guide and created a consistent voice for all points of brand contact. Elizabeth has also written for brands spanning from Elie Tahari and Nanette Lepore to Little Miss Matched and Ralph Lauren Childrenswear. Passionate about tennis and perfect cartwheels.